MilkPEP has also stopped sending milk posters to schools, instead focusing on convincing parents and other adults of the value of milk. The phrase has been remixed to apply to everything from religious expression got Jesus? Contact us at letters time. CNN Newsouce.
By Victor Luckerson. Related Stories. Already a print subscriber? Go here to link your subscription. When the agency put a hidden camera in their own offices to capture their staff's reaction to running out of milk, they noted it was one of disappointment. And sometimes expletives.
That was ground down further, with Goodby and his partners making an open-ended question of a milk-deprived scenario. It features a radio listener eating a sticky peanut butter and jelly sandwich while following along with an on-air trivia contest. The spot, which was directed by future Transformers filmmaker Michael Bay, was an immediate sensation when it premiered in October More than 70 spots followed, many presenting a similar doomsday scenario.
In a Twilight Zone premise, a man arrives in what he believes to be heaven only to find he has an endless supply of cookies but only empty cartons of milk. In another spot, a newly-married woman expresses disappointment in her choice of a spouse.
He thinks it's because he bought her a fake diamond; she's upset because he emptied a carton. Time after time, a lack of milk proves uncomfortable at best or life-altering at worst. But in , the campaign got an additional boost when the Milk Processor Education Program, or MilkPEP, another pro-milk lobbying group, licensed the slogan to use with their own growing milk mustache print ad campaign spearheaded by the Bozell Worldwide ad agency.
Celebrities like Harrison Ford, Kermit the Frog, and dozens of others appeared with a strip of milk across their upper lip. Manning also agreed to license the tagline to third parties like Nabisco—which printed it on their Oreos—and Mattel, which issued a milk-mustached Barbie.
Cookie Monster endorsed the campaign. Being amused by the spots was one thing. But was anyone actually drinking more milk because of them?
Mattel manufacturing millions of Barbies. This is a category. This is milk. This is what makes bones strong, this is what is good for kids. Naomi Campbell , Research on kids at the time showed that they viewed milk as a ubiquitous, boring staple. The milk mustache campaign was designed to make milk more interesting and to emphasize its wholesomeness.
It was the same strategy that had existed for decades before deprivation marketing came along. Now it had fresh faces and a nationally recognized catchphrase. Former Bozell creatives Sal Taibi and Bernie Hogya, who worked on the campaign and later published two books on it , were instrumental in wrangling the celebrities who appeared in the ads.
Annie Leibovitz photographed more than of the ads. Back then, when magazine ad spending peaked at 9. At a time when print magazines were very big, she thought that if she were to make the photos really special, they would be everywhere. She made me look 10 times better than I did before, because what she did was completely block out my waist, my love handles. She made me look like a Greek god. There was no shortage of celebrities willing to participate in the campaign, but there was one small catch: All subjects had to be milk drinkers.
Most donated the fee to charity. So if money was not the motivating factor for participation, the concept had to be. And this took people like Whoopi Goldberg, who is lactose intolerant, out of the running.
But when the milk producers planned an ad for lactose-free milk, the comedian was the first person they called. Whoopi Goldberg , He remembered drinking milk as a kid, and ultimately, wanted his ad to connect to a younger audience, to make those who saw his ad feel like they could achieve something. Leibowitz was prescient in her belief that the mustache campaign would make waves, but no one predicted just how massive its impact would be.
For the last two decades, Manning has kept a running list of the hundreds of taglines that were adopted from Got Milk? Got Lice? Got Porn? Got Identity? The two-word tagline is now public domain. Dwight Howard , According to a report by CoBank, over a year period from , milk consumption has declined nationally from Even in California, where the dairy industry is a multibillion-dollar business, milk sales are dwindling.
There are many reasons for this—competition from non-dairy alternatives and healthier lifestyle choices chief among them—but it also suggests that the tagline became more memorable than effective. When asked if this is the case, the Got Milk? Manning, for instance, is adamant that Got Milk?
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